Abstract
It is necessary that a rational procedure, or methodology, be devised to assist agency personnel in evaluating alternatives at two levels: 1. Given that the agency desires to support a mass media communications program, what type of program promises to be most cost-effective? 2.What is the relative attractiveness of mass media communication with respect to other prospective countermeasures, e.g., driver education, enforcement, or highway facilities? The first question above may be considered to be a tactical issue; the second is strategic.